Are Keywords Still Important?

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Google is always trying to improve its algorithms, so it can more accurately judge the relevance of a particular webpage when someone enters a search query. The algorithm allows Google to instantly and automatically make an informed and calculated decision about what order to display thousands of results in. It’s pretty impressive that it can understand all the information on your website to make this judgement call, right?

Well, the answer to that is mixed. Yes, Google is making an extremely fast decision (and as you’ve probably noticed, it always loves to brag about exactly how fast that decision was by displaying the time it took to show your personalised search results). However, it is not taking everything on your webpage into account the same way a human does. It’s looking at particular things, which we normally refer to as ranking factors. We know that keywords have always been a very major ranking factor, which is to say, the text content on the page you’ve created needs to contain some words which match the query a user typed into Google in order for that particular page to be shown on a search results page for that particular person.